Meta Upgrades Marketing API to Capitalize on Advantage+ Placements

Meta has upgraded its Marketing API, adding capabilities of Advantage+ Placements to help advertisers improve their performance.

Meta has announced a new technical upgrade to the Marketing API, aimed at expanding the reach of its Advantage+ promotions via third-party platforms. This update is intended to improve the performance of campaigns by defaulting to the Dynamic Media setting for Advantage+ Catalog advertisements.

Dynamic Media for Advantage+ Campaigns

The popularity of Meta’s automatic Advantage+ campaigns increases due to their proven efficacy. Meta is aligning its marketing API to allow for better utilization of the tools. 

Beginning on September 1, 2025, Meta is set to set the Dynamic Media field for Advantage+ to the OPT_IN option. Catalog advertisements, which include single-image, Carousel, and Collection formats. 

Meta states:

“Starting September 1st, 2025, we will begin defaulting the Dynamic Media field to OPT_IN for Advantage+ Catalog ads (Single Image, Carousel, and Collection formats). This change brings parity with Ads Manager which has the Dynamic Media toggle “On” by default, increasing creative liquidity and improving utilization of Catalog Product Video (CPV) assets to drive better ad performance.”

Dynamic Media Enhances Ad Optimization

Dynamic Media allows Advantage+ campaigns to personalize ad placements according to the products available from the catalog. 

The system determines the types of products a person is more likely to interact with and highlights those according to their interests, thus increasing the relevance of campaigns and their performance.

In this update, third-party platforms that offer Advantage+ Catalog Ads will be able to have Dynamic Media turned on by default. This Meta expectation will improve the performance of ads overall and provide more information to improve the optimization.

Impact and Availability

The change will impact the entirety of Advantage+ Catalog ads created using the Marketing API for all supported formats of ads. But advertisers will have the option of opting out of Dynamic Media placement if desired.

Meta is planning a gradual launch, starting September 1, 2025, and ending with the full implementation by October 20, 2025.

Meta’s AI-Driven Success in Ad Performance

Meta CEO Mark Zuckerberg recently highlighted continued advancements in AI-powered advertising recommendations in a post that noted:

AI-powered recommendation model for ads drove 5% more ad conversions on Instagram, and 3% on Facebook, in the most recent quarter.

This update is in line with the ongoing effort of Meta to harness AI, along with automation, to increase advertising results.

Bottom Line

By enabling Dynamic Media as a default option in the Marketing API, Meta has simplified the process of advertising and increasing the effectiveness of campaigns. This is an essential consideration for brands looking to make use of AI-driven advertising solutions in a rapidly automated world of marketing.